Front row at home

Front row at home

Grab a front row seat at a fashion show from the comfort of your home.

The annual Digital Fashion Week Singapore, which starts today, is back for the third year running.

Expect a diverse range of looks, from the minimalist designs of In Good Company to over-the-top party frocks from British-based brand Fyodor Golan.

Organised by local marketing agency DFW Creative, the event aims to support local designers by showcasing their work to an international audience through the Internet.

Last year, the event reached about half a million views from more than 72 countries.

Over the next four days, 12 shows, including one from veteran designer Thomas Wee, heritage brand CYC, streetwear label Mash-Up and designer Max Tan, will be held at the National Design Centre.

For the opening show tonight, 82-year-old American model Carmen Dell'Orefice will walk the runway for designer Max Tan's eponymous label.

In keeping with this year's theme - European Exchange - British label Fyodor Golan and Italian label Cristiano Burani will showcase their collections at the event. Both brands have also created exclusive pieces for Digital Fashion Week.

Like what you see on the runway? Shoppers can pre-order a selection of items from e-commerce site Inverted Edge ( after the shows.

Go to for the full schedule and to watch the shows.


Today, 5.45pm

Womenswear and menswear designer Max Tan started his eponymous label in 2010. The Nanyang Academy of Fine Arts graduate is known for his architectural looks which feature draping and pleating.

The 29-year-old will be showcasing four menswear looks at Digital Fashion Week.

Tan will be sharing the show with emerging womenswear label Youyou. The brand, which was founded last year by Jacquline Teo and Zhiying Yuan, offers classic pieces with a modern twist.

Max.Tan will be available at Inverted Edge. Prices start from $150 for a knitted top to $850 for a coat.


Nov 2, 5.45pm

Launched by Lasalle College of the Arts fashion design graduate Pauline Lim in 2010, the womenswear label features feminine designs with mixed fabrics and handcrafted detailing.

Earlier this year, Lim showcased her designs at the Seoul Fashion Week and Coterie Tradeshow TMRW in New York City.

Available at Inverted Edge, prices range from $160 for a top to $860 for a dress.

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